Attention! Viewers, people, and skateboarders. The Father of 5boro skateboards has finally bussed his way through (MTA style) to kick it with me on the [dot] to discuss some great news installed for this year. Steve is a full-bred New York skate veteran, continuously carrying NY on his back in and outside of America. Pushing the limits to consolidate and maintain the NY skate scene and his company. I find it very unusual, yet impressive for an entrepreneur to promote a business and be a mayor at the same time.
He truly looks out for his supporters and gives back to the East Coast community. From being a member of the Harold Hunter Foundation, to supplying hard-goods sold world wide, to riders touring, ripping the streets of NY, and slapping stickers everywhere. That says enough about the 5boro being all over. Then again that’s why it’s called the 5. Steve has done a lot of contributing and fighting for the skateboard community, which gives off the impression of a skateboard Jesus for all his blood, sweat, tears, dedication, and professional business-like skater instinct, that has been sacrificed and indulged. -Rob Larry
steve rodriguez — and 5boro
Looks like summer went well for you. Trips, contests, Go Skateboarding Day. Anything else happening?
5boro brand clip
New 5boro Fall 2011 Look Book
5boro Holiday 2011 Commercial
Lil’ Wayne rockin’ our Wing board and our 5boro Join or Die T?! Hyped on that.
What’s the new collection inspired by?
NYC, the crew, history- past, present and the future.
Who’s idea was it to use the team riders for each deck in the look book?
The one and only NARDELLI.
The look book is really impressive, from the photography to the layout on the web, and the strong concept behind it. Can you give us some insight into the creation of it.
5boro is a tight crew of design and skate talent, so when the new goods roll into the office we posse up and “shoot the shit”. We always throw some blurbs that either speak to the goods or the member of the crew that are repping it, some are inside jokes, some are cues of the design inspiration…people might get em or might not, depends how down with the 5 you are. -Mark Nardelli
Why do you think 5boro has been so successful in a place where most other companies have failed or struggled?
I’d say we hustle hard and have respect for all that contribute and support 5boro, which is why we’ve been creep’n steady 15 years. -Mark Nardelli
How do you feel knowing that your company is the only NY based company that has not gone out of business or handed over to a new owner?
Feels right, real and true to what 5boro has always been about. We owe it all to the people who support us- THEY make 5boro possible.
Did you ever have any disbelief on 5boro succeeding?
In the past 15 years we’ve had a few MAJOR setbacks but the 5boro family’s strength comes from the collective acting as a tight unit. We roll deep in every aspect of the brand and the strength from the crew overshadows any disbelief of success.
Steve Rodriguez wallrides over a pipe in Brooklyn, NY — photo Yuri Shibuya
What fueled your purpose to go out and get a B.A in marketing?
Interest really. I originally attended Marietta College to become a Podiatrist. Lots of Science classes that I was interested in but the workload really turned me off to the subject matter. I did 2 years of pre-med but at liberal arts schools you have to take a variety of classes outside of your major- Marketing was one of those classes, I liked it so much I switched majors and 2 extremely busy years later I got my BA.
Do you have any words of wisdom for those out in the skate world that might be making that decision right now, as far as getting a degree.
All I can say is why not? It’s like getting another angle when filming a trick. You might not ever use it BUT you will always have it if you need it. AND, it’s so possible. Take guys on 5boro, Jimmy McDonald, Willy Akers, Lorena Lima (Flow Trash), Creative director Mark Nardelli and myself. We were all able to become part of the industry and still go to school. Someone once told me, “You are only one injury away from never being able to skate again” It’s scary but so true.
I know you’ve been asked a dozen times about the Banks in interviews and by people in general. I’m just trying to see if anything was left out. One thing leads to another.
Just really the future and what’s going to be the state of the Brooklyn Banks in 2014 when they open back up. I personally think that the 4 years of construction will have taken a major toll on the surface. After I get done with renovating the LES park I will start on a fundraiser for the Banks. I want to have 2 million dollars ready to go so that we can add some plaza type stuff in the space. If you think about it there are so many possibilities and the space is probably the largest skate specific spot in the world.
How did you attain the idea and the courage to approach the city about the reconstruction on the banks?
I literally just tried anything and everything- seeing them fenced off and knowing they were going to be destroyed really was painful. I grew up skating the banks- like 95% of everyone I know I met there. The place IS NYC skateboarding.
Steve Rodriguez in 1996 skating over the wall at Brooklyn Banks
How would you have felt, if confronting the city failed?
I wouldn’t let it come to that. Failure never crossed my mind. Explaining the cultural significance and letting people know that we will either skate there OR in front of their apartments opened their eyes.
Now that the city has changed their minds about the Banks staying, how do you feel about it being taking away years later after all the work, effort, and meetings, trying to keep it?
It will be back. 2014 will be here before you know it and I’ll still be skating so lots of other stuff to skate in the meantime.
If you didn’t step up to the Banks situation, do you think anyone else would’ve?
I would hope someone else would have. I don’t remember anyone saying they were going to do something similar but I hope those people are out there as I won’t live forever.
Which skater from the east coast skate scene do you see stepping up to the plate like you, taking charge, and trying to maintain the skateboard society?
I’m sure there are many up and down the east coast but the 2 people that come to mind first are Billy Rohan (Florida)- for his angle at trying to do the same thing and Patrick Odell (Ohio- which I can consider east enough) for doing that epicly later’d show- nothing better than knowing your history.
Doogie?! hahaha, I think we made him tell people his real name as he’s sort of out grown that nickname. Sylvester Eduardo- not much better though- haha. One of my favorite 5boro Flow Trash kids- as far as some info on him? He’s amazing, one of those kids who can do almost anything you tell him to do. He’s got so much pop so that just opens up the possibilities even more. The best thing about him is that he’s smart and respects the crew. He knows his place and that is why I’ll help him as much as I possibly can. I’m jealous of his frontside 360 ollies as that’s one of my favorite tricks to see/do and he’s got them so good. But at the end of the day he’ll never beat me in an arm wrestle, so I still got something… Just check this ollie photo that just ran in DANK magazine… crazy pop… Doogie ollies a pillar in Washington Park BK from Dank Magazine “Join or Die” our full length video and a couple new guys will be turning pro for 5boro in February… and a couple new AMS… Yeah, I’d say the main guys who have been dedicated have kept it tight. It all starts with Tom Colabraro, the 5boro Team Manager (since 2004). He is the guy behind the scenes making the team function/produce/survive. He’s been able to take the 8 years of heritage that came before him and keep the true sense of 5boro alive as well as adding his own personal element that has just taken it to the next level. It’s been 15 years since I started 5boro and when I jump in the van or session a spot with the guys it still “feels” the same. I’m going to have Tombo answer this questions as well. Steve Rodriguez frontside boardslide pop out at night in Midtown Manhattan — photo Brian Kelley I just finished the design for the new LES skatepark. I’m so stoked to have won the Nike Gamechangers Grant through Architecture for Humanity. It’s going to be quite an upgrade… Most of the stuff I work on is confidential until it’s made public so I really can’t say but more parks are coming in NYC and I’m doing my best to make sure they are as good as possible. My biggest goal would be making sure that the Brooklyn Banks is renovated properly when it opens in 2014… Sylvester Eduardo, Rob Gonyon, Brian Clark, Dave Abair, Corey Goonan, Dylan Witkin, and Lil’ Wayne…. hahaha When I read this question I associate a personal relationship that I have made with someone with each country that you mention. A relationship that made the proper representation happen within each country. Whether it was a skater looking for sponsorship and then them hustling to figure out who is the best distributor or a distributor who came to NYC to meet to discuss working with them- it all starts with a real relationship that then turns into a business relationship. So to answer the question as to what we are doing on an international level- it’s really bringing what we represent and “brand” to another part of the world where people share the same skateboarding and cultural values. Skateboard culture has given me everything I have and to be able to share that with people all over the world is what we are doing. Sharing the wealth of our culture. Skateboarding has taken me all over but the second tour we took to Japan was the best trip for me out of the country. From the crew (Uru, Akira and the rest of the Japanese 5boro homies) to the spots it was truly a complete trip. Just being able to skate 24-7 with your homies at some of what I consider the best spots in the world was amazing. But when I think about it skating downtown manhattan with the locals is equally as amazing to me. I really love just skating the streets and finding little things to hit as well as hitting up the regular spots/parks. Thanks- it’s an honor to be a part of the HHF. Ever since I was involved with a program we did in the Bronx for at risk youth I realized how important it is to be involved with something like the foundation. It was a truly moving experience to give back to the community in a different way. It was on such a personal level with the kids. I hope to be able to provide the HHF with all the support from my connections and relationships I’ve made with brands. It all starts with you as an individual, skills aside, to ride for 5boro you FIRST have to become part of the 5boro family. THAT is the hardest part- after that to me- it’s all fun. Because if it wasn’t you wouldn’t be skateboarding anyway. Steve Rodriguez from above with the Empire State in NYC — photo Jay Maldonado Making a list is impossible because you will always leave someone out so I’d have to say anyone who supports what we do. From the kid who buys a 5boro deck to the sponsor who supports our events and everyone in-between everyone has a little part in making it all possible. Special thanks goes out to the Team and 5boro management because they really are the face of 5boro- As well as my wife for knowing how much skating means to me.For those on the West, South, and a few on the East that may not know about Doogie. What can you tell us about him?
5boro has definitely been making a very stong presence as of recently, the fall and holiday look books were great, and you got a new website going recently. Can you let us in on anything that we can expect to blow minds this year?
March 2012 – Spring 2012 line drops
April 2012 – construction of the new LES park
April/May 2012 – New LES park opens
June 2012 – Go Skateboarding day
That’s just off the top of my head but I’m sure there will be so much more…This February we will be premiering “Join, Or Die” a true no bull shit skate video. We’re also dropping a collaborative collection between 5boro & Carhartt WIP, a collection of goods based on a recent tour between Detroit to NYC.
-Mark NardelliHas the crew grown tighter and tighter over the years? Which homies chill everyday in the city, skating and getting clips?
Yes the crew definitely has grown tighter and tighter over the years. We all have the 5boro pigeon tattoo… I think that says it all. The whole crew is out skating together pretty much everyday. -Tombo
Your a big activist for New York City skateboarding, what are some of the most recent projects you have finished and what are you currently working on or planning for the near future?
Who are some of the strong flow riders currently on 5boro? Some kids you definitely see holding it down in the future.
Brian Clarke, Rob “The Truth” Gonyon and Silvestor Eduardo are our main flow crew in NYC. Then we have Dave Abair holding it down for us on the west coast. Keep your eyes peeled for these kids, they are on the come up. -Tombo
There are a lot of things going on with 5boro around the world right now, you have a big presence in Brazil, Japan, and even boards going to Greece, Norway, Austria, and South Korea. Can you give us some insight into what 5boro is doing on an international level?
Where has skateboarding taken you around the world?
Congratulations on becoming the newest member of the Harold Hunter Foundation. Any words?
I hear several kids in the Big Apple and other places say thy want to ride for 5boro. What does it take to ride for 5boro? Let these kids know.
Who would you like to thank, who has been holding Steve Rodriguez and 5boro down over the years?
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conducted by Rob Larry/Bradley Cushing
photography Yuri Shibuya/Brian Kelley
guest Mark Nardelli/Tom Colabraro
other credit Dank Magazine